$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Adam Thompson from Calgary, AB, pitched Friday Sock Co. in Season 20, Episode 8, asking the Dragons for $300K for 15% of the company.
- Asked for$300K for 15%
- Valuation$2Mimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | Out - feels the founder has become a merchant buying low and selling high rather than building a focused brand | Out |
| Manjit Minhas | Out - sees the multi-brand strategy as diluting the sock brand's identity | Out |
| Wes Hall | Out - does not see a clear path or strategy to making it the leading Canadian sock brand | Out |
| Brian Scudamore | Out - believes the founder needs a focused implementer/partner rather than an investor | Out |
| Arlene Dickinson | Out - feels the founder lacks focus despite admiring the brand | Out |
Adam Thompson of Friday Sock Co in Calgary, Alberta, asked for $300,000 for 15% of his company, which makes purposely mismatched socks manufactured through five family-owned factories in northern Italy. The company started ten years ago with $5,000 on a credit card and has done over $10 million in revenue over eight years, giving back more than $200,000 to nonprofits. Socks cost $3.30 to make plus 50 cents for shipping and retail for $16.98; sales were $1.7 million last year (up from $1.6 million two years prior) with $325,000 in profit after the founder's pay, sold through about 600 retail outlets in Canada and the US, and the founder has also acquired three other gift brands and has over $1 million in the bank.
All five Dragons declined to invest. Michele Romanow felt the founder had become a merchant rather than a brand-builder, Manjit Minhas and Brian Scudamore felt the multi-brand strategy diluted focus, Wes Hall saw no clear path to making it Canada's leading sock brand, and Arlene Dickinson admired the brand but felt the founder lacked focus. No deal was made.
Pitch details from CBC’s Dragons’ Den pitch page.
Friday Sock Co. today
- StatusIn businessLast checked September 2026
Friday Sock Co. is still operating and sells through its website.